Our top 7 content marketing tips

If you aren’t already using content marketing to generate leads and build brand awareness, you may be wondering how to harness this approach to add value to your business.

In case you need a quick refresher, here’s a definition:

Content marketing is the art of creating and sharing content that your target market values. The goal is to position your brand as an expert in your industry – and engage your customers with brand-relevant information, insights or experiences.

Keen to formulate a content marketing strategy for your brand? Here are seven things to consider as you put together your plan.

1. Clarify your goals

Unless you know why you’re producing content for your audience, you won’t know which topics or content channels to focus on. Sit down with your marketing team and discuss your business goals – what do you want your content marketing campaigns to do for your brand?

2. Who are you speaking to?

Who do you want your content to appeal to? You need to make sure that you know your audience – what their challenges and concerns are, what’s important to them, what motivates them, and much more.

3. Stay on brand

While you don’t want to write your blog posts like product brochures, you do need to keep your brand tone of voice consistent across every single marketing message you send out – just in a way that is relevant to the communication channel. Stay true to your brand values, too.

4. Add value

Content marketing should never be too product- or service-oriented. Instead, focus on creating content that educates, inspires, helps and entertains, to position your brand in a positive light.

5. What content does your audience want?

While you do want to keep your content unique and on-brand, it’s important to keep your finger on the pulse and know what topics are trending in your audience segment. What are they interested in right now? How are these topics relevant to your brand?